Category: Social Media

According to Twitter, altering your Twitter profile text color can only be done within their platform.

Initially, that was fine. However, when I had a graphic designed for me (see above), I wanted a text colour that matched it. Why? To minimize distraction: a Usability rule.

From a branding perspective, however, it may be important that one’s Twitter profile text color agree with those in the company logo: looks better, more cohesive.

None of the choices in the Twitter palette appealed to me, primarily due to poor readability. I found most of the colors abrasive. Interacting using a phone, where light conditions are variable, can make the hashtags and links fade out.
An examination of the Twitter palette shows a selection of:

Saturated retina-scarring tints like red, orange, mustard yellow and emerald green (top middle tile). I wondered to what degree could people read my tweets while their eyes dealt with the glare?

Pale colours such as pink lemonade, the blue-green one, powder blue, and gray are going to get drowned out by surrounding light, forcing aggravating adjustments.

The purple wasn’t suitable but its dark hue makes it legible, at least. The remaining blue one beside the gray tile is what I created for my Twitter profile using a colour customization tool called Color Picker.

Customizing Twitter Profile Text Color

As you move the vertical slider up or down, the big square on the left also changes colour.

Moving the little white circle around illustrates the range of colors within the vertical slider’s temporary setting. Where ever the little white circle ends up, color-wise, will be reflected in the top right corner square. Let’s say you find a color you like.

Clicking the “Add to My Colors” rectangle transfers a chosen color to a horizontal palette beneath the working area.

Each color you click in either the bottom right hand rectangle or the palette of your choices underneath the Color Picker produces a HEX (decimal) color code up top. (Now it’s time to access your Twitter profile page.

Updating Twitter Profile Text Color

In Twitter, click on your personal image or symbol (top right corner) and scroll down 1 level to View Profile. A line of stats appears. Click on ‘Edit Profile’ at the far right. (I added this graphic because it’s easy to overlook it).

From the left side box, click on Theme Color and the palette opens up. Into the box on the bottom right, copy whatever HEX code you’ve chosen from Color Picker and paste into that box. Instantly you’ll see the change in the text directly above it.

Save changes and examine your Twitter page as a whole. If the new text color is not to your liking, you may continue to experiment with Color Picker. To save time, use several of the 10 available colour choice squares in the bottom palette.

Result: A color-coordinated Twitter presentation that’s easy on the eyes and works with your branding.

Most businesses spend the majority of their resources on customer acquisition, rather than serving existing clients. As a result, customers often feel left out or unappreciated, subsequent to a product installation or service on-boarding.

Traditionally, Customer Service departments have had the responsibility for answering customer questions and resolving issues. They’ve also contributed by saving disgruntled customers from leaving.

However, the widely held belief that unhappy customers will call Customer Service isn’t reflected by reality.

Customer service agents failed to answer customers’ questions 50% of the time (Harris Interactive)

68% of customers who left perceived an attitude of non-caring, 14% left due to companies not staying in touch and 9% due to dissatisfaction with the product or price (U.S. News & World Report), and

40% of Canadians believe businesses are paying less attention to customer service: more than any other country surveyed (2014 Amex Canada Survey)

Compounding these intimidating numbers is the ongoing customer power shift fueled by social media opinion sharing. In view of the stats above, it isn’t surprising that news of bad customer service reaches twice as many ears as good.

Short of a company-wide appraisal, what can be done right now to demonstrate care, concern and appreciation for customers?

Apply Social Media Channels & Email as Customer Service Enablers

To communicate gratitude to customers and to bridge the information-attention gap, a 3-step process can be undertaken and begun immediately. Please note that this is an ongoing process.

Does this seem daunting: too much? I understand that. It can be a little intimidating but proactive customer service is the new black. The customer power shift is only going to intensify.

For inspiration, I give you statesman and writer, Johann Wolfgang von Goethe (1749-1832):

Whatever you can do or dream you can, begin it. Boldness has genius, power, and magic in it.

Step 1: Address Frequently Asked Questions (FAQ)Customers ask us questions each day. Start keeping track of them. Write them down and solicit feedback from anyone who deals with them. Far too often, vital info is silo’d in people’s minds and activated only when prompted.

If employees are in different offices, create a Wiki (a type of website that allows users to collaborate in content creation). They’re easily setup and simple to use. If you’re using Customer Relationship Management (CRM) software, review the files for any notes on questions.

According to their industry or type of business, Solo-entrepreneurs can search for articles on questions, issues and problems. Then write out the answers.

Organize the questions and answers into topics, categories and/or departments.

Step 2: Conduct Social Media Audits on your Customers
As a starting point, you need to find out their social media status or level of participation.

Type your customer’s company name into the search box and see what info presents itself.

Pull up their website and see what social media channels they’re using, or

Make customers aware of the platform you’ll be using and monitor which ones pay attention.

Depending on your industry or field of endeavor, your customers may not be terribly savvy or engaged with social media. If so, position your company as a helper by:

Emailing them to let them know about your blog.

Sending out a notice that you’re starting a blog and provide an overview of the subject matter. Take the time to create a content strategy so your efforts are focused.

Refer them to your favorite YouTube How-to video on whichever platform you’ve chosen or find a printed version online.

Step 3: Customer Service Measures
While it likely isn’t possible to implement all that follows, it is hoped that some progress is made.

Regarding the frequently asked questions from Step 1, you may present them in blog posts or email them, depending on customer preference. If some questions are more prevalent, integrate their answers into your website, sales and post-sale product-service content.

As FAQs accumulate, organize them by subject or category in a web page. In time, search capability can be added.

Establish a Facebook (business page 1st) private customer group and introduce your customer service personnel. Photos and bio sections do much to personalize the customer experience.

Contests can be held for clients who volunteer an idea or discuss an application they’re using your product-service for. Winners get featured in your website each month or receive a Monday morning coffee delivery announced on Twitter.

Via an emailed newsletter, a points reward system could be originated based on your clients’:

Community involvement

Extra services purchased or 1st to order a new service

Toughest question of the month or a combination of activities.

Post-sale customer service can take the form of:

Providing helpful tips related to products-service

Telephone follow-up with emailed references to new articles, learning guides or even educational (YouTube) videos, or

If customers are using Twitter, recognize them via an appreciative shout-out, calling attention to their fine services. That’s just good PR.

Positive Results
Proactive, appreciative customer service works. 76% of Canadian respondents said they’ve spent more with a company because of a history of positive customer service. On average, they’ll spend 12% more. (2014 Amex Canada Survey)

The numbers in the U.S. were similar. 70% of respondents were willing to spend an average of 13% more with companies they believe provide excellent service. (2011 American Express Global Customer Service Barometer)

Added Bonus
Listened-to customers are also more likely to Like, link to, follow, share and connect with companies perceived as being helpful. Wouldn’t you? You’re someone’s customer. And good news can travel just as fast if it enhances the self-esteem and reputation of the person passing it on.

Greater social proof, all Google, Bing and Yahoo ranking factors, results in your company being found more readily online. Everyone wins.

Closing Stat: Social Media Enables Customer Service
In the previously quoted Amex Canada survey: 21% of Canadian respondents used social media to get a customer service response in 2013 and 55% felt Canadian companies improved their response times over social media channels.

That’s a proof statement.

Can anyone share some ideas as to how they would use social media to improve customer service?

First, let’s understand that the $200 Early Bird discount (if tickets are purchased by July 31st) made in the Inboundcon website and the landing page are identical. No big deal: they’re just different channels.

The difference is the type of outreach. The website is a 1-to-1 conversation to educate, promote and gain commitment; the landing page is a 1-to-many, multi-channel broadcast with a feedback loop, as those getting the word out must contact Powered by Search to obtain their $200 discount.

Why might Powered by Search undertake such an experiment?

Lead Generation + Discovery of Social Networks

If emails are sent, their addresses will be retained and, possibly, mined, for lead potential

For social shares, automation tools can measure-track their diffusion and determine: 1) Who the most prominent influencers are, 2) Whether their employers are prospective clients, based on their projected marketing needs and budgets

Social shares builds: greater awareness of Inboundcon; more PR for Powered by Search; more follows; social mentions; incoming traffic and a stronger branding footprint in their local area

Post-July 31st analysis provides a wealth of statistical insights future promotions can be judged against

A landing page model for use in client presentations and applications research: “Here’s what we did; here’s what we found; here’s our results. This could work for you.” Social media-shares behavior findings would likely be of great interest to companies unfamiliar with social media psychology and marketing potentials